The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
To promote Europcar’s new international communication strategy and the ultra-customisation of its offers, Paris agency Rosapark created a film and outdoor campaign to leverage the brand slogan “Moving Your Way”. The slogan has been rephrased to include first names – a fresh and immersive way to highlight the brand’s ability to provide personalised offers and services, such as ToMyDoor (vehicles delivered to the customer’s home or office) or Selection (luxury cars). The names themselves have been hand-written to further emphasise the international rental agency’s dedication to its customers’ ever-evolving needs.
To promote the campaign, the agency launched a unique social media and event activation in early June, by building the first carousel for adults in the heart of London. Passers-by were invited to re-live a classic childhood experience… with a grown-up twist. Working over a period of several days, the agency built a gigantesque carousel, 5 meters high and 11 meters wide, with 5 of the latest Mercedes-Benz models. Passers-by were invited to take a spin and live out their dreams under a cloud of over 10,000 balloons.
The whole experience was encapsulated in a light-hearted 45’’ film which features the carousel’s construction, discovery and use by the general public.
Creative Director: Mark Forgan, Jamie-Edward Standen
Creative Team: Benedicte Morin, Yara Dalens
Additional Credits: Co-Founder: Jean-Patrick Chiquiar, Jean-Francois Sacco, Gilles Fichteberg
Head of Amplification: Mickael Mougenot
Strategic Planner: Alexandre Ribichesu
Art Buying: Camille Asal
Production: Birth, Hugo Legrand, Tristan Beraud
Director: Vincent Rodella